There are 2 major pain points of online grocery shopping in Pakistan:
- Fresh produce
- Fast delivery
Kasim Shroff identified these issues and developed a quick and reliable solution: Kravemart!
As the co-founder and CEO of Kravemart, Shroff has pioneered a revolution in how Pakistani consumers access their daily essentials.
Let’s explore how Kravemart has changed the look of online grocery shopping.
How Kravemart Bridged the Gap in the Online Grocery Market
Traditional grocery shopping in Pakistan involved several pain points:
- Time-consuming trips to multiple stores for different items
- Limited product variety at neighborhood kirana stores
- Inconsistent product quality, especially for fresh produce
- No real-time inventory visibility
- Lack of convenient payment options
These inefficiencies created an opening for a tech-enabled solution that could deliver quality products quickly and reliably.
Popular Marketing Strategies of Kravemart
Hyper-Local, Rapid “Q-Commerce” Positioning
They have succeeded in this market because they have efficiently targeted tech-savvy consumers with busy schedules who demand instant gratification.
They have been strategic in targeting tier-1 cities with high population density, where the quick commerce model makes the most sense. Rather than spreading marketing resources thin across the entire country, Kravemart concentrates its efforts in Karachi, Lahore, Islamabad, and Rawalpindi.
Private Labeling (Own Brands)
Kravemart has developed and marketed its own product lines, creating unique value propositions that cannot be found elsewhere.
The company launched private label products in almost every grocery category, including essentials like bread, spices, eggs, lentils, and flour to specialty items like dry fruits and fresh produce. This interesting feature makes them different from their competition. It also fuels brand loyalty and enhances its marketing efforts as well.
Kfresh & Kdaily: They are providing premium quality at lower prices. It is a massive draw in Pakistan’s high-inflation environment.
Exclusivity: You can only get these specific brands (like Kdaily spices) through their app, creating a unique “hook” for customer retention.
Partnership with InDrive
Kravemart has expanded its reach by hitching a ride on larger platforms rather than just fighting for app downloads.
In a major move, Kravemart directly integrated with the inDrive app. This allows them to market to millions of ride-hailing users without spending millions on customer acquisition.
This partnership creates several marketing synergies. InDrive’s established presence in Pakistani cities provides Kravemart with potential access to millions of users already comfortable with on-demand services. Cross-promotional opportunities allow both brands to benefit from each other’s customer bases.
360-Degree Campaigns
Big Billion Week: This flagship promotional event featured incredible discounts on groceries and essentials across all categories. What made this campaign truly 360-degree was Kravemart’s approach to partnership marketing. The tiered partnership structure created a comprehensive promotional ecosystem where multiple brands worked together to drive traffic to Kravemart.
Integrated Brand Messaging: The yellow branding, energetic tone, and customer-centric positioning remain constant whether the touchpoint is social media, in-app messaging, or partner promotions.
Community Building: Kravemart actively engages with customers on social media, responding to feedback and creating a sense of community around the brand.
Influencer and Word-of-Mouth Marketing: Kravemart benefits from organic word-of-mouth as satisfied customers share their experiences both online and offline. The reliable service quality creates natural brand ambassadors who recommend the platform to friends and family.
Contextual Marketing Techniques
10-Minute Urgency: Their marketing emphasizes the “crisis moments.” If you are running out of ginger-garlic paste mid-cooking or need a last-minute gift, Kravemart is there for you.
Cricket & Events: They frequently partner with high-visibility events like the Pakistan Super League (PSL) to keep the brand “top of mind” during the country’s biggest social moments.
B2B “Ad Inventory”
Kravemart doesn’t just market to you; they allow other brands to sell through them.
Dark Store Visibility: They sell “shelf space” in their app and physical dark stores to FMCG giants like Unilever and Nestlé. This makes them a marketing partner for big brands.
Connect with Work Hall to Create Startups Like Kravemart
To explore opportunities with innovative companies like Kravemart and connect with Pakistan’s entrepreneurial community, visit Work Hall and see Pakistan’s most ambitious startups doing their best work.
With our fully furnished co-working spaces, meeting rooms, and aesthetic decor, you can work in a thriving environment. Collaborate with your team and grow your business.
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